A growing number of Japanese food companies are simplifying product packaging, reflecting both rising production costs and a broader shift toward minimalist design and sustainable consumption.
TOKYO, JAPAN (MERXWIRE) – Amid rising raw material costs and changing consumer preferences, Japan’s food industry is increasingly adopting minimalist packaging designs. Beyond reducing expenses for ink and packaging materials, companies are also using simpler designs to strengthen brand identity and appeal to consumers who are placing greater emphasis on product quality, functionality, and practicality.
As tensions in the Middle East continue to affect global supply chains, the costs of packaging materials such as ink, paper, and plastics have risen, putting pressure on Japanese manufacturers. Following Calbee’s announcement that it would switch 14 product packages from full-color designs to black-and-white versions, more food companies are choosing to reduce the number of colors used in packaging as a way to control costs without raising retail prices.
Japanese food producer Itoham announced that it will launch new sausage and pizza products with simplified packaging beginning in July. While conventional packaging typically uses five to eight printing colors, the new products will use only three. The company stated that although packaging costs continue to rise, it believes strong design quality and brand recognition can be maintained even with fewer colors.
Confectionery manufacturer Fujiya is also planning to reduce the use of colors on the packaging of its cookies and pie products. Industry observers believe more companies will follow suit as they seek ways to cope with increasing material costs.
Cost reduction is not the only factor driving the trend. Changes in consumer values are also playing a significant role. In recent years, Japanese consumers have become more focused on product quality, ingredients, and functionality rather than elaborate packaging designs. Minimalist packaging is viewed as a way to reduce waste while aligning with a growing preference for rational and sustainable consumption.
At the same time, minimalism has continued to gain popularity across Japanese society. The concept has gradually expanded beyond interior design and lifestyle choices into fashion, retail, and product packaging. According to Google Trends data, searches for the keyword “minimal” (ミニマル) in Japan have shown an upward trend in recent years, reaching a new peak in May, reflecting growing public interest in simple and streamlined lifestyles.
When discussing Japanese minimalist aesthetics, many consumers think of MUJI. The brand has built a strong identity through simple packaging, reduced decoration, and an emphasis on product essentials. Its philosophy has influenced both businesses and consumers, helping shape perceptions of product design in Japan. In recent years, the “less is more” approach has increasingly spread across the food, household goods, and retail sectors.
From a design perspective, packaging that uses fewer colors—or even black-and-white designs—is increasingly associated with sophistication and premium quality. By removing unnecessary visual elements, companies can better highlight their brand identity and product characteristics while creating a clean, modern, and trustworthy image. Industry experts suggest that food packaging design may gradually shift away from eye-catching visuals toward simplicity, aesthetics, and sustainability.
The trend also aligns closely with corporate ESG (Environmental, Social, and Governance) goals. Reducing the number of printing colors lowers ink consumption, while many companies are simultaneously working to reduce packaging materials, increase the use of recycled resources, and improve recyclability in an effort to lessen the environmental impact of their products.
Consumers interviewed on the street generally expressed positive views toward simplified packaging. Mr. Sato commented, “As long as the quality stays the same, I wouldn’t stop buying a product just because it uses fewer colors. With prices rising, I understand companies simplifying packaging to control costs.” Ms. Nakamura added, “I prefer simple packaging. Fewer colors and clearer information make products look clean and refined. It reminds me of MUJI’s design style.”
The Consumer Aesthetics and Cultural Tourism Society Japan noted that as awareness of sustainable consumption grows, consumers are paying attention not only to price and appearance but also to whether products reflect environmental values. Driven by cost pressures, minimalist aesthetics, and ESG initiatives, Japan’s food packaging industry is gradually transitioning from elaborate designs to a new model that balances brand value, cost efficiency, and environmental sustainability.
Media Contacts:
The Consumer Aesthetics and Cultural Tourism Society Japan
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MERXWIRE INC.
Ada Huang
pr@merxwire.com
SOURCE: The Consumer Aesthetics and Cultural Tourism Society Japan
